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Bollywood channel UMP Stars launches on Sky

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Bollywood channel UMP Stars
UMP Stars, dubbed the "official channel of Bollywood", launches in the UK today (June 11) as a free-to-air network on Sky, it has been announced.

The entertainment channel, which debuted in India and the Middle East as UTV Stars, is dedicated exclusively to the celebrities of the Bollywood film industry.

UMP Stars, available now free-to-air at 853 on Sky's electronic programme guide, broadcasts a range of content across three categories - features & reality, news segments and dedicated music slots.

UTV is one of the biggest media companies in India, known for its film and television production in the country, but also gaming and animation.

In February this year, The Walt Disney Company increased its shareholding in UTV to take a controlling stake in the company, rebranding it as Disney UTV.

Disney was keen to expand its presence in the emerging Indian market, but UTV has also been making inroads into the UK, including the launch of UMP Movies on Sky last December.

Bollywood stock image

Bollywood cinema

Disney UTV managing director of media networks MK Anand said: "We are pleased to launch UMP Stars in the UK which will complement the presence of our flagship Hindi Movies channel UMP Movies in the region.

"UK has a large South Asian diaspora and Bollywood fanbase. With the launch of UMP Stars the TV viewers will now be able to enjoy rich and vibrant Bollywood content."

Kamlesh Patel, the chief executive of TVMedia3, Disney UTV's channel distributor in the UK and Europe, added: "TVMedia3 is delighted to bring UMP Stars to mainstream UK audiences on the huge success of UMP Movies earlier this year.

"UK viewers will be able to view unrivalled coverage of some of the main stars, movies and songs from the fastest-growing entertainment genre on the planet."

Advertising representation for UMP Stars in the UK will be handled by Sky Media, Sky's sales house, which also sells ads on UMP Movies.

Sky Media operations director Richard Hawking said: "Following the success of UMP Movies, UMP Stars strengthens and broadens our Asian offering to advertisers while delivering fantastic Bollywood content to Sky's customers."

> Sky rolls out new Sky HD electronic programme guide

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